Demographic-generation segmentation of customer in context of strategic management of selected cultural institution
Demographic-generation segmentation of customer in context of strategic management of selected cultural institution
Author(s): Ivana Butoracová Šindleryová, Michal LukáčSubject(s): Museology & Heritage Studies, Business Economy / Management, Demography and human biology, Sociology of Culture, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Culture; Customer; Features; Management; Museum; Segmentation;
Summary/Abstract: The study is concerned about the topic of specific features of the cultural management necessary implemented within the cultural policy in relation to the research of both demographic and generation segmentation of the final target group on the illustration case of selected cultural institution – a museum. The authors present their knowledge about the changes of the typical behaviour of the customer in the field cultural market, claiming the curiosities and specific features that need to be considered within cultural management nowadays. Considering the present years progress, it is obvious that managers did not regard the global cultural environment as a significant source of opportunities and threats in the Slovak republic.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/2
- Page Range: 29-40
- Page Count: 12
- Language: English